Google is rolling out AI Mode in the UK — and it could change how we search, and how businesses get found, forever.
Instead of the familiar list of blue links, AI Mode presents users with conversational, AI-generated answers and far fewer opportunities to click through to external websites. Early reports suggest that some publishers have already seen traffic drop by as much as 50% where AI summaries have been introduced.
For businesses that depend on search traffic, from online retailers to news outlets, this raises big questions. But with change comes opportunity — and those who prepare now will be best placed to adapt and thrive.
What is Google AI Mode?
AI Mode uses Google’s Gemini AI platform to generate answers directly on the results page. Rather than typing in keywords and scrolling through links, users can ask more natural questions and receive instant, conversational responses.
For example, instead of searching “clean carpet stain,” a user might type: “I spilled coffee on my Berber carpet and need a pet-friendly cleaner” — and Google’s AI Mode will provide a tailored summary.
The difference? Fewer links are displayed, and those that do appear often sit lower down the page, reducing click-through opportunities.
Why Google AI Mode matters for SEO and business visibility
For organisations that rely on Google for visibility, the implications are significant:
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Reduced organic traffic: If AI answers the question upfront, users may never reach your site.
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Uncertain advertising models: Google hasn’t yet confirmed how ads will feature in AI Mode, creating uncertainty for paid search strategies.
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Risks of inaccuracy: AI summaries aren’t always correct, which could misrepresent your business or industry.
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Changing user behaviour: As people get used to conversational search, traditional keyword-based SEO will have less impact.
This isn’t just a tweak to the algorithm; it’s a fundamental shift in how people find and consume information.
How businesses can prepare for AI-driven Search
The good news? There are steps you can take now to stay ahead.
1. Diversify your Traffic Sources
Don’t put all your eggs in Google’s basket. Build stronger pipelines through:
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Email newsletters
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Social media communities
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Direct referrals and partnerships
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Content syndication
2. Double down on brand visibility
If fewer people reach your site through Google, being a trusted name becomes even more valuable. Invest in brand-building and customer relationships that drive direct traffic.
3. Create high-quality, authoritative content
AI Mode pulls from trusted, authoritative sources. Make sure your content is:
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Well-researched and accurate
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Focused on answering complex, niche questions
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Structured with clear headings, FAQs, and concise summaries
4. Optimise for Conversational Search
Think beyond keywords. Consider the real, natural-language questions your audience asks and create content that matches that intent.
5. Watch Paid Search developments
Stay close to Google’s announcements on advertising in AI Mode. Be ready to pivot budgets and strategies as new formats emerge.
6. Focus on trust and credibility
In a landscape where AI may deliver inaccurate summaries, your credibility is your strongest asset. Transparency, trust signals, and high-quality content will help your business stand out.
Frequently Asked Questions about Google AI Mode
Will Google AI Mode replace traditional search?
Not immediately. AI Mode is optional and will sit alongside traditional search. But user adoption could grow quickly, reducing reliance on link-based search results.
How will Google AI Mode affect SEO?
SEO strategies will need to shift towards natural language and authoritative content. Optimising for conversational queries and building brand trust will be key.
Can businesses advertise in Google AI Mode?
Google hasn’t yet finalised how advertising will work in AI Mode. Businesses should monitor updates closely to adapt their paid search strategies.
What can businesses do right now to prepare?
Focus on diversifying traffic sources, strengthening brand visibility, creating high-quality content, and staying agile as new ad formats and SEO practices evolve.
The bigger picture: The future of Search
Google’s AI Mode is part of a broader trend: AI-driven answers becoming the new default. It won’t replace traditional search overnight, but it’s likely to reshape the digital landscape in the coming years.
Businesses that adapt early — by diversifying traffic, investing in content quality, and building brand trust — won’t just survive this change; they’ll find new ways to grow.
Final thoughts
AI Mode may feel like a disruptive change, but it’s also a chance to rethink how your organisation connects with people online. The businesses that prepare now will be the ones leading tomorrow’s digital landscape.
Want to dig deeper into what’s behind falling website traffic — and how to respond? Check out our blog: Why Your Website Traffic Is Down (and What to Do About It).
